RECOMMENDATIONS FOR REVENUE IMPROVEMENT

@ Marleys in the Riverwoods

Its a False Choice.

ROI, MVCs, Overhead Costs

Vs.

Brand, Community, Atmosphere

Numbers Tell Us One Side of the Story, Brand Tells Us The Other An Efficient Fusion of the Promote Revenue and the Brand.

Solutions Growth Revenue

Our Recommendations Aim at this Fusion.

WHAT ARE MARLEYS OPPORTUNITIES?

1. Customer Loyalty 2. Recognition & Advertising 3. Facilities & Operations 4. Store Events

LOYALTY

LOYALTY
Marleys Loyalty Cards
Functionally works as a Punch Card to mark each purchase. But We Recommend you Explore a Digital Loyalty Card. You can Track Purchase Habits, Time of Purchases, and Contact Information. But what Incentivizes Customers to Sign up for such a Card?

Marleys Rewards
As the Customers use the Card, they Earn Free Items from the Menu. These Rewards could be Flexible, Favoring High Margin or Overstocked Items. Larger Offers for T-Shirts or Free Harley Rides could Drive Extremely Loyal Customers to Visit More Often.

LOYALTY
Ticket Tuesday
The Nearby Wynnsong Theater Offers a $5 Tuesday Movie Ticket. We Recommend Partnering with Wynnsong to Attract Students to both Institutions on a Low Income Night. As Part of the Marleys Loyalty Card, Customers get a Movie Ticket with a Purchase of a Combo Meal when purchased between the hours of 7:309:00.

DIPS IN DAILY SALES

$9,000

$6,750

$4,500

$2,250

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

Give Proportionally More Breakfast Items As Rewards, Increasing Both Awareness of Breakfast At Marleys & AM Foot Traffic.

$9,000

$6,750

$4,500

$2,250

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

With a Loyalty Program, Regular Patrons Have An More of an Excuse to Come When The Store Is Less Crowded.

$9,000

Marleys Rewards
$6,750

$4,500

$2,250

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

As College Students nd out about a Good Dinner and a Movie Deal, Movie Goers can help make the Closing Hour Protable.

$9,000

Marleys Rewards
$6,750

Marleys Loyalty Card

$4,500

$2,250

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

$9,000

Marleys Rewards
$6,750

Marleys Loyalty Card

Ticket Tuesdays

$4,500

$2,250

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

LOYALTY

Marleys Loyalty Card Marleys Rewards Ticket Tuesdays

ADVERTISING

ADVERTISING
Foursquare Deals
A check in at Marleys on Foursquare is rewarded with a low-margin item (free fries, free soda, an extra slider, etc.) Creates an incentive for people to come back again to take advantage of this deal. But more importantly, check-ins can be shared to other social networks. This amounts to free Advertising for Marleys.

Billboards
Marleys has an exposure problem as many potential customers arent aware of its existence. Consider advertising on I-15 and on State Street in Orem coming out of Provo near University Mall with Billboards. The cost would be significant, but people in the area need to know of your existence at both locations.

ADVERTISING
Campus Giveaways
Marleys has the opportunity to get a plug in front of 20,00064,000 by giving away free meals or t-shirts to one row of fans (510 people) during a timeout at a BYU basketball or football game. Additionally, booths on the respective campuses where students can sign up for the aforementioned Marleys loyalty cards for a free t-shirt or a coupon would both advertise and begin to create loyalty.

THE CUSTOMERS INTRODUCTION TO MARLEYS

Billboards

Exposure

Relevancy

Experience
Social Media

Loyalty

Traditional Media

Word of Mouth

THE CUSTOMERS INTRODUCTION TO MARLEYS

Foursquare Check-Ins

Exposure

Relevancy

Experience
Social Media

Loyalty

Traditional Media

Word of Mouth

THE CUSTOMERS INTRODUCTION TO MARLEYS

Campus Giveaways

Exposure

Relevancy

Experience
Social Media

Loyalty

Traditional Media

Word of Mouth

ADVERTISING

Billboards Foursquare Campus Giveaways

FACILITIES & OPERATIONS

FACILITIES & OPERATIONS

Dcor Consistency
This restaurant should have a more consistent theme with the Lindon location, which would enrich the Harley motif. The tables in the booths have grainy images beneath the glass. We recommend replacing them with high resolution images or replacing them with physical objects such as bottle caps already at some tables.

Table Service
Customers currently have to get up to get utensils, napkins, and condiments after their food has arrived. The employee already bringing the food to the booth or table could easily bring some these items as well. This creates more of a dining in and premium experience.

FACILITIES & OPERATIONS

Menu Items
Altering the number and type of sliders may help Marleys save a substantial amount of money. Highlight the desserts more in your suggestions and even in addition to the combo meals. Having so much branded cardboard then throwing it away can appear wasteful, and can be inconvenient for your customers. Consider the use of plates for everything besides to go orders.

MOST LOYAL BRANDS

RATED IN 2011 BY POWERBRANDS

#3

#2

#1

REFLECT THE BRAND

Harley
Distinct and Congruent Style Enormous Attention to Detail Premium Riding Experience

Marleys
Distinct and Congruent Decor Attention to Small Store Details Premium Service Experience

FACILITIES & OPERATIONS

Dcor Service Menu

EVENTS

EVENTS
Alpine Loop Harley & Marleys Charity Ride
A motorcycle ride will start with a breakfast at the Lindon Marleys. The ride will follow the Alpine loop and end for lunch at the Marleys at the Riverwoods. Marleys can partner with a local charity to raise money for the ride. Creates unity and community between the two locations.

Motorcycle Exhibition Event at the Riverwoods

After the ride, Timpanogos Harley and bikers would put their bikes on display throughout the Riverwoods. Live local music, a charity raffle for Route 66-themed items, & events for kids such as chalk drawing will take place throughout the day. Both raising revenue and creating more awareness of the restaurant in the mall.

EVENTS
BYU/UVU Catering Day
Obtain permits to cater from the mobile truck once a month across the street from BYU or UVU. Consider BYU tailgate events, the Provo Farmers Market, BYU or UVU outdoor event in the summer

THREE TARGET GROUPS FOR EVENTS

Creates a Stronger Connection Between the Lindon and Riverwoods Location. Bikers get to Feel Pride as they Show Off their Machines. Gets Students who Otherwise Wouldnt Travel to the Store to try the Food.

Bikers

College Kids

Riverwood Shoppers

EVENTS

Alpine Harley Ride Bike Exhibition at the Riverwoods University Catering Days